Why win-back emails matter
Lapsed customers already know the brand, the products, and the checkout: reactivating one costs a fraction of acquiring a stranger. The list also needs the pruning; win-back separates the recoverable from the gone.
How win-back sequences run
- Triggered by silence past the segment’s reorder cycle
- Opening with relevance: what’s new, what they liked
- Escalating to an incentive if silence continues
- Ending with a preference ask or a sunset from the list
Questions
When is a customer actually lapsed?
Relative to their category’s rhythm: a coffee buyer quiet for two months is lapsed, a furniture buyer isn’t. Set the trigger from your own reorder data, not a default.
Should you discount to win customers back?
As the later step, not the opener: some left over experience, not price, and the discount answers the wrong objection. Ask, remind, then sweeten.